In this podcast we talk about multiple aspects of digital advertising, privacy, and big data.
Our guest is Catherine Tucker of MIT’s School of Management. Catherine is one of the world’s foremost experts on digital advertising and privacy. We begin this conversation by discussing why digital advertising is interesting and the unique perspectives that academics bring to the topic. We then move on to specific aspects of digital advertising, such as re-targeting, ad blockers, and the effectiveness of native ads on Twitter. Lastly, we discuss whether big data brings a sustainable competitive advantage to companies.
Books, Papers, and Courses Mentioned:
- Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment by Thomas Blake, Chris Nosko, and Steven Tadelis
- Ad Revenue and Content Commercialization: Evidence from Blogs by Monic Sun and Feng Zhu
- Online display advertising: Targeting and obtrusiveness by Avi Goldfarb and Catherine Tucker
- Privacy Regulation and Online Advertising by Avi Goldfarb and Catherine Tucker
- Can Big Data Protect a Firm from Competition? by Anja Lambrecht and Catherine Tucker
- Advertising to Early Trend Propagators? Evidence from Twitter by Anja Lambrecht, Catherine Tucker, and Caroline Wiertz
- Morphing Banner Advertising by Glen L. Urban, Gui Liberali, Erin MacDonald, Robert Bordley, and John Hauser